Some people are addicted to love.
Others are addicted to drugs.
I'm addicted to Target. Seriously....

Wednesday, August 5, 2015

Target Drops "Express" and "City" Branding...

Between TargetExpress and CityTarget, the country’s No. 2 big box retailer appears to have the mini urban store market down. But when you operate three similarly named stores, there’s bound to be a bit of confusion, right? Apparently that’s the case for Target, which now plans to rebrand its smaller-format stores to simply "Target".

Consumerist reports that the retailer has announced it will drop the “Express” and “City” designation from its smaller stores’ names in favor of its traditional – and more widely recognized – moniker beginning in October.

While the company’s announcement doesn’t specify that the changes were made because of confusion regarding the smaller format stores’ names, a spokesperson tells the Star Tribune the rebranding is an effort to clarify that the mini stores are in fact real Target locations.

“It’s about a simplified experience for our guests,” Erika Winkels, a Target spokeswoman, said. “It also helps guests understand that you’re not only limited to what’s in the four walls of that store.”

When Target first began experimenting with the mini-store concept it said the locations would be about 15% of the size of a standard Target discount store, and fit into former urban grocery stores.